ROI from ON24 investment
Of webinar engagement on average from target accounts
On-demand views from first webinar
Name: Zoetis
Headquarters: Parsippany, NJ
Founded: 2013
Employees: 10,000
Funding: Private
Industry: Pharma
Zoetis is the leading animal health company, dedicated to supporting its customers and their businesses. Building on more than 65 years of experience in animal health, Zoetis discovers, develops, manufactures and markets veterinary vaccines, medicines and diagnostics, which are complemented by genetic tests, biodevices and a range of services. Zoetis serves veterinarians, livestock producers and people who raise and care for farm and companion animals with sales of its products in more than 100 countries. In 2018, the company generated annual revenue of $5.8 billion with approximately 10,000 employees.
Zoetis has a passion for the health and wellness of animals as well as the people caring for these animals. Through research, development and distribution of medicines and therapies, Zoetis seeks to address real-world challenges faced by those directly involved in animal care.
Like a traditional pharmaceutical company, Zoetis earns revenue by distributing their products to medically trained professionals to help keep animals healthy. Marketers within these companies gain recognition and encourage sales of their products with the support of Key Opinion Leaders (KOLs). KOLs partner with pharmaceutical companies to provide expert education on the therapy behind the product, with webinars growing into a key channel through which these companies deliver information.
Zoetis knew that webinars could help them scale how they engage veterinary professionals and could possibly yield a high return on investment, so it integrated webinars into its promotional omni-channel mix. Webinars would enable Zoetis to create digital experiences that educate and engage customers, and advance them closer to a purchase point.
By using webinars to market to veterinary professionals—sales reps, doctors, healthcare insurers, etc.—Zoetis was looking to accomplish a number of outcomes that would drive results and ultimately increase sales.
Zoetis uses ON24® to engage thousands of global veterinary professionals at a time and leverages a number of ON24 interactivity tools. Webinars are now a key part of its marketing mix.
ON24 webinars now successfully augment Zoetis’ marketing communication mix and have increased loyalty of targeted veterinarian customers. Zoetis’ success with webinars has produced a 3:1 ROI from its ON24 investment in regards to both time and money and has fueled its webinar investment for next year and beyond.
We’ve been working with ON24 since last fall and the results are compelling. Webinars have demonstrated substantial ROI and created an environment for Zoetis to regularly connect with people.
Ryan Dunn
Senior Marketing Manager, Zoetis
